France 2 Re­freshes its Im­age

ArabAd - - BRANDING -

> De­spite grow­ing au­di­ence share, France 2 was per­ceived as "out-of-touch" with its au­di­ence. Red Bee, a cre­ative agency based in London, was tasked to cre­ate a new brand idea that re­flects France 2 in a mod­ern and pro­gres­sive way. The so­lu­tion the agency came up with was sim­ple, but pow­er­ful. In or­der for peo­ple to recog­nise the power of the hu­man touch, from a re­as­sur­ing hand on the shoul­der to a lov­ing em­brace, they street-cast real peo­ple in real re­la­tion­ships to stay true to the idea of real and au­then­tic con­nec­tions. A touch-sen­si­tive logo man­i­fests dif­fer­ently on the screen de­pend­ing on who touches it. It also acts as a brand me­chanic that con­nects France 2 with its pro­gram­ming and ta­lent.

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